You have been recently hired as a strategic planning manager for HotelTonight. HotelTonight provides mobile applications for booking same-day unsold hotel deals. It offers a marketplace for hotels to fill tonight only and last-minute rooms that would otherwise remain empty; and enables guests to book the deals using their smartphones and tablets. HotelTonight was acquired by Airbnb in late 2019, and the incoming executive team has asked you for your opinion on the impact of setting objectives on company's future financial performance. Would you say that the achievement of strategic objectives or the achievement of financial objectives is most important in terms of impact? For what reason(s)?